Is THIS Mamamia’s “secret new website”?

mamamia logoAustralian women’s lifestyle website Mamamia hired well-regarded journalist Alyx Gorman this week to edit a “secret new website”, and evidence suggests it could be a beauty website called ‘The Glow’ or ‘Glow Australia’.

‘ PTY LTD’ registered the domain in December 2013, and the site remains parked and has no content. An archive website suggests the domain was once used to sell accommodation.

There is a Twitter account, @TheGlowAU, which has zero tweets but follows accounts including model Miranda Kerr, presenter Karl Stefanovic and various Australian TV networks. The account was also registered in December last year, and the name given on the profile is ‘Glow Australia’.

The Pinterest page TheGlowAU also refers to ‘Glow Australia’ and the account follows users including Mamamia founder Mia Freedman, various fashion magazines and the Mamamia account itself.

The TheGlowAU Google+ page is followed by Mia Freedman and other Mamamia editorial staff, and contains a link to a currently empty YouTube channel.

And finally, the Instagram account TheGlowAU also refers to ‘Glow Australia’, states “website coming soon” and has uploaded two beauty-related photos.

So the evidence suggests a beauty website of some kind, but further details about ‘Glow Australia’ are scarce.

US website The Glow looks at “the world of inspiring and fashionable mums”, and has been featured in The New York Times, Grazia Paris and Huffington Post.

There are also popular beauty magazines called Glow in both the US and Canada.

Mamamia’s Mia Freedman is also publisher of iVillage Australia, an international edition of the US parenting website iVillage, so ‘Glow Australia’ could be an international edition of one of the aforementioned brands. It could also be a whole new brand.

As an aside, it appears that the domain was hacked by a Turkish hacker in September 2010, according to a screenshot on this website.

This post will be updated as soon as further details come to light.